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Tue Oct 04 18:37:00 CEST 2016 Press Release

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Thermal, CA – October 4, 2016… During the opening weekend of the Coachella Valley’s greatest music festival, the Desert Trip Festival, the BMW Performance Center West will offer festival attendees the kind of unique experience that can only be presented by The Ultimate Driving ExperienceTM. On Saturday, October 8 and Sunday, October 9 the grounds of the BMW Performance Center West in Thermal will be transformed for the first BMW Rocks the Desert. Attendees will receive a unique experience which combines music, dining, shopping and – of course – driving. Four sessions will be offered over the weekend, with a shuttle service to and from the festival.

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Event combines music, art, food, refreshments and driving in a
unique experience for attendees to the Coachella Valley’s iconic
music festival

Thermal, CA – October 4, 2016… During the opening
weekend of the Coachella Valley’s greatest music festival, the Desert
Trip Festival, the BMW Performance Center West will offer festival
attendees the kind of unique experience that can only be presented by
The Ultimate Driving ExperienceTM. On Saturday, October 8 and Sunday,
October 9 the grounds of the BMW Performance Center West in Thermal
will be transformed for the first BMW Rocks the Desert. Attendees will
receive a unique experience which combines music, dining, shopping and
– of course – driving. Four sessions will be offered over the weekend,
with a shuttle service to and from the festival.

When not behind the wheel, guests can enjoy live music and a DJ,
powered by Sicky eyewear and the Modernica Lounge. The Urban Art Group
CAL gallery will unveil photos featuring performers from Desert Trip
by Iconic Images photographer Terry O’Neill, who has photographed
numerous music legends including The
Beatles and The
Rolling Stones. They will also enjoy selected pop-up shops &
beauty bar, while Los Angeles based artist, Spencer “MAR” Guilburt
will display some of his art.

The grounds of The Thermal Club is ideally located next to the Empire
Polo Field and next to exclusive facility ROSS AVIATION, where guest
will be transported to the track from the moment they land their jets
at hanger. BMW will provide shuttles to the festival grounds.

Rat Race: Two drivers compete against each other to catch the
other driver.

Drag Race: Two drivers go head-to-head in an old-fashioned drag race.

Timed Runs: Individual drivers try to beat their best time on a
handling course that includes slaloms, chicane complex turns, and an
end-of-race stop box.

Guests will also have the opportunity to test drive the BMW i8
plug-in hybrid sports car, one of the most innovative and eye-catching
cars on the road.

A highlight of any BMW driving event are the hot laps where BMW
Performance Center driving instructors take passengers for a
heart-pounding, tire smoking ride of a lifetime.

This truly unique experience can be had for just $199. A non-driving
guest can join to take advantage of all the other opportunities for a
combined price of $250. Festival goers can reserve their spot by
calling 888-345-4269 or visiting www.bmwpcxmar.com.
Attendees are encouraged to share their experience on Twitter and
Instagram with the hashtags #BMWRockstheDesert, #thismeansmar and #urbanartGRP.

BMW Group In America

BMW of North America, LLC has been present in the United States since
1975. Rolls-Royce Motor Cars NA, LLC began distributing vehicles in
2003. The BMW Group in the United States has grown to include
marketing, sales, and financial service organizations for the BMW
brand of motor vehicles, including motorcycles, the MINI brand, and
the Rolls-Royce brand of Motor Cars; Designworks, a strategic design
consultancy based in California; a technology office in Silicon Valley
and various other operations throughout the country. BMW Manufacturing
Co., LLC in South Carolina is part of BMW Group’s global manufacturing
network and is the exclusive manufacturing plant for all X5 and X3
Sports Activity Vehicles and X6 and X4 Sports Activity Coupes. The BMW
Group sales organization is represented in the U.S. through networks
of 341 BMW passenger car and BMW Sports Activity Vehicle centers, 153
BMW motorcycle retailers, 125 MINI passenger car dealers, and 36
Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group’s
sales headquarters for North America, is located in Woodcliff Lake,
New Jersey.